Carlsberg, The Official Beer of the England football team, has launched a campaign calling on the nation to show their support for the team ahead of this summer’s World Cup Finals.
For the first time, Carlsberg has put digital at the centre of its activation plans which invite football fans to show their passion for England by giving ‘Probably the best team talk in the world…’. Team Talk's can be filmed using webcam, video recorder or mobile (MMS) and then up loaded to englandteamtalk.com.
The ‘Carlsberg Team Talk’ activation is a fully integrated user generated content campaign that stretches the boundaries of what brands have done to date on YouTube. A customised YouTube brand channel features the brand’s own content within a fully interactive flash banner – which has been created by Carlsberg’s digital agency, GraphicoDMG.
Videos will be entered into a competition with the best entrants given the chance of a life time to meet some of the England players and deliver their words of inspiration in person at an exclusive day at Wembley Stadium. What’s more the lucky winners will also watch the England team train before they fly out to South Africa!
Speaking about the campaign, Carlsberg Senior Brand manager, Ifan Jenkins said, “With the World Cup Finals round the corner the whole nation will want to get behind England. As a proud sponsor of the England team, we are able to provide the nation with a platform to be the 12th man and inspire the team to glory. Digital engagement is an essential part of this integrated campaign.”
Speaking about the campaign, GraphicoDMG Client Services Director, Jo Loft said, “We believe this is the first time an FMCG brand has exploited YouTube to this extent. We’ve taken an online environment that is familiar to consumers and we’ve made it work twice as hard for the brand.
“We know that going to the place where online consumers are already in large numbers and giving the brand a relevant reason to be in that same space is digital’s way forward.”
OMD UK have planned a huge digital media campaign using a variety of engaging display ad formats to run across a range of football sites and networks (delivering over 70m impacts), driving traffic to the site to get involved.
To generate as much discussion and interaction around the Team Talk concept as possible, the campaign also includes a social media strand that covers viral seeding, Facebook and Twitter community activation, blogger outreach and sentiment tracking, all geared towards galvanising the passionate support of English football fans.
The campaign (which represents an investment worth circa £1m) is an unprecedented move into digital media for Carlsberg.
OMD UK Associate Director Simon Taylor said:, “Given the emotive and inherently social nature of the campaign concept, we wanted to do as much as we could to leverage digital communities, create Team Talk advocates, and ultimately galvanise the support of the nation.”
The campaign will run across the on-trade and the off-trade and will involve in-store activity, on-pack promotion, above-the-line activity including TV and online advertising, PR and digital, as well as a consumer road show tour where entries can be recorded. All the marketing channels will point consumers towards englandteamtalk.com where videos will be loaded, viewed and voted on.
Agencies involved in the integrated campaign include:
Saatchi and Saatchi
For further information please contact the Carlsberg press office:
Tel: 0207 544 3694
Mobile: 07891 824 581
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